Keith Olwell and Elizabeth Kiehner, two New York advertising executives, learned that captive monkeys understand money, and that when faced with economic games they are like people. So if they can
cope with money, how would they respond to advertising? Yale University primatologist worked with the two and their company Proton on a research project, the result of which is a monkey ad campaign
unveiled at Cannes.
Olwell said the idea was to test of ads would change capuchins' behavior. Santos plans to kick off the experimental campaign in the coming weeks. "If they tend
toward one and not the other we'll be witnessing preference shifting due to our advertising," Olwell says.
Read the whole story at The Consumerist »
